Black Friday has become a household term. It's the Friday after Thanksgiving when people flock to stores—or nowadays, shop online en masse—to take advantage of discounts that often seem too good to be true. But where did this day originate? Why is it called "Black Friday," and how did it spread to Europe and the rest of the world?
The term Black Friday actually comes from Philadelphia, United States, and initially had nothing to do with shopping or discounts. In the 1960s, police officers in Philadelphia used the term to describe the massive traffic chaos that occurred the day after Thanksgiving. Many Americans take the Friday after Thanksgiving off, making it a long weekend. As a result, thousands of people hit the roads, not just to visit family but also to shop.
The local police force had to work hard to manage the huge crowds and traffic jams. For them, it was literally a long, stressful, and “black” day. The term "Black Friday" was, therefore, used by officers as an ironic nickname.
It wasn’t until the 1970s that stores and marketers began adopting the term Black Friday, but with a positive spin. They saw the commercial potential of this extra day off and offered large discounts on their products to draw customers to their stores. It was also an opportunity for retailers to move from operating in the red (losses) to in the black (profits).
By the 1980s, Black Friday had become increasingly popular in the U.S. Retail chains joined the trend and offered massive discounts, making Black Friday the official start of the holiday shopping season. Over time, the hype grew, and businesses began crafting increasingly spectacular campaigns to capture the public’s attention.
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Although Black Friday originated in the United States, it has since become a global phenomenon. Around 2010, European and other international businesses began adopting the American tradition. In particular, the UK, Germany, and France saw stores organizing events and offering discounts, often inspired by the extravagant American style. The idea was that if major U.S. companies like Apple and Amazon participated, local stores couldn’t afford to be left behind.
In the Netherlands, Black Friday made its debut around 2015 and has only grown in popularity since. Major retailers such as Bol.com, MediaMarkt, and Coolblue now host annual promotions that attract droves of consumers to their websites. Black Friday has firmly established itself as part of the Dutch shopping season. Even small stores and businesses now seize the opportunity to boost sales with special deals. The phenomenon has expanded to include other shopping terms like Cyber Monday (the Monday after Black Friday, featuring exclusive online discounts) and Singles Day (a shopping day imported from China, celebrated on November 11).
Digitalization has played a huge role in the growth of Black Friday, especially in an international context. Online shopping enables consumers to shop globally, which has significantly diversified shopping behavior. Dutch consumers, for example, can just as easily hunt for deals on an American website as on a German or French one. As a result, Black Friday is becoming increasingly “borderless.” There are no language or geographical boundaries stopping consumers from finding the best deals.
Black Friday presents enormous opportunities for businesses but also challenges, particularly when it comes to international customers. This is where a translation agency can play a crucial role. Suppose you’re a Dutch company offering Black Friday deals and want to promote your products or services in Germany or France. Or perhaps you want to launch an English-language ad campaign targeting both Dutch and international customers. In either case, it’s important that your message comes across clearly and appealingly in the language of your audience. Professional translations can make all the difference.
Additionally, a translation agency can help localize your message. Black Friday may require a slightly different approach in each country: for example, in Germany, more emphasis is often placed on product quality and reliability, whereas French consumers may be more drawn to the aesthetics and style of a brand. A well-translated and adapted campaign allows your company to better address cultural nuances, ensuring your message resonates with international customers.
In conclusion, the origin of Black Friday shows how a local tradition can grow into a global phenomenon. Whether you’re a consumer looking for the best deals or a business hoping to capitalize on this shopping day, Black Friday has something for everyone. And with the help of a translation agency, you can make the most of this day, no matter where your target audience is located!
